LIV Golf’s gambit to rewrite global sports, with Scott O’Neil

In this episode of Rapid Response, host Bob Safian sits down with Scott O'Neill, CEO of LIV Golf, to explore the bold vision behind the upstart golf league and its mission to globalize the sport. O'Neill, a seasoned sports executive with experience at the NBA's 76ers and NHL's Devils, shares his journey from local franchises to leading a globally ambitious, Saudi-funded venture that’s redefining golf through team-based competition, high-energy fan experiences, and a focus on multi-generational engagement. He emphasizes LIV Golf’s unique blend of Formula One-style pacing, celebrity player involvement as equity partners, and cultural programming—like concerts and walk-up songs—that attract younger, diverse audiences. Despite controversy over Saudi Arabia’s role and accusations of 'sportswashing,' O'Neill frames LIV as a force for unity, resilience, and global connection, citing emotional comebacks like Anthony Kim’s return after a 12-year absence. He also discusses the league’s rapid financial growth, its strategic partnerships with global brands, and the future of ownership, team expansion, and potential women’s tours. O'Neill reflects on the parallels between sports and business, stressing that the core principles—branding, media, sponsorship, and community impact—are universal across leagues. He highlights the importance of 'trust the process' in scaling a disruptive venture, drawing from past successes like the 76ers’ Linsanity era. With a focus on authenticity, impact, and long-term vision, O'Neill positions LIV Golf not just as a competitor to the PGA Tour, but as a transformative cultural platform. The episode closes with a powerful message: in a fragmented world, sports remain one of the few universal languages capable of bringing people together.